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WCRF INTERNATIONAL NOURISHING FRAMEWORK
R Restrict food advertising and other forms of commercial promotion
This table provides examples of the types of policy action that can be taken within this policy area, examples of where these policy actions have been
implemented, and a brief description of what the action involves. It provides a global snapshot, largely of policies already implemented; it is not necessarily
comprehensive. The examples were collated through a review of international reports of policy actions around the world, academic articles reporting on policy
actions, and online government resources.
We welcome feedback. Please contact us at [email protected] if you would like to add any further examples of implemented policies, see the policy documents
that we reference, or have any further questions or comments.
EXAMPLES OF POLICY ACTIONS EXAMPLES OF WHERE IMPLEMENTED
WHAT THE ACTION INVOLVES
Mandatory regulation of broadcast
food advertising to children
Chile
In 2012, the Chilean government approved a Law of Nutritional Composition of Food
and Advertising (Ley 20, 606). In June 2015, the Chilean authority approved the
regulatory norms required for the law’s implementation (Diario Oficial No 41.193). The
regulatory norms define limits for calories, saturated fat, sugar and sodium content
considered “high” in foods and beverages. The law restricts advertising directed to
children under the age of 14 of foods in the “high in” category. The regulatory norms
define advertising targeted to children as TV programs or websites directed to children
or with an audience of greater than 20% children, or in commercial breaks before,
during or after these shows, and according to the design of the advertisement.
Promotional strategies and incentives, such as cartoons, animations, and toys that
could attract the attention of children are included in the ban, as is advertising of foods
in schools (see below). These are scheduled to take effect 1 July 2016. (See “N” for
details of the labelling regulations.)
Iran
Broadcast advertising of soft drinks has been prohibited since 2004. In 2014, in the
context of the Iranian Fifth Five-Year Development Plan (2011-2015), the Ministry of
Health and Medical Education prepared a list of 24 food items to be prohibited from
advertising in all media. The list has been sent to the Commerce, Industry and Finance
ministries for approval.
Ireland
Advertising, sponsorship, teleshopping and product placement of foods high in fats,
sugars and salt, as defined by a nutrient profiling model, are prohibited during children’s
TV and radio programmes where over 50% of the audience are under 18 years old
(Children’s Commercial Communications Code, 2013 revision). In addition, there is an
overall limit on advertising of foods high in fats, sugars and salt adverts at any time of
day to no more than 25% of sold advertising time and to only one in four
advertisements. Remaining advertising targeted at children under the age of 13 must
not include nutrient or health claims or include licensed characters.
Mexico
In February 2014, the Ministry of Health issued an Order restricting the advertising of
foods and sweetened beverages, defined according to a nutrient profiling model. The
restrictions apply to TV programmes classified as “A” within the times of 2.30-7.30pm
on weekdays and 7:00am-7.30pm on weekends, where over 35% of the audience are
under age 13. Advertising for these foods is also restricted in films classified as “A”.
Implementation began on 15 July 2014 for sweetened drinks, potato chips, chocolates
and confectionary and will be extended to other foods covered by the nutrient profiling
model in January 2015.
South Korea
TV advertising to children under 18 years of age is prohibited for specific categories of
food before, during and after programmes shown between 5-7pm and during other
children’s programmes (Article 10 of the Special Act on the Safety Management of
Children’s Dietary Life, as amended 2010). The restriction also applies to advertising on
TV, radio and Internet which include “gratuitous” incentives to purchase e.g. free toys.
United Kingdom
Advertising and product placement of foods high in fats, sugars and salt, as defined by
a nutrient profiling model, is prohibited during TV and radio programmes that have 20%
or more viewers under 16 years old relative to the general viewing population (includes
sponsorship of TV programmes). The restrictions came into force in February 2007,
with a phased implementation by advertisers by end of 2008.
Mandatory regulation of food
advertising on non-broadcast
communications channels
Mandatory regulation of food
advertising through any medium
Chile
In 2012, the Chilean government approved a Law of Nutritional Composition of Food
and Advertising (Ley 20, 606). In June 2015, the Chilean authority approved the
regulatory norms required for the law’s implementation (Diario Oficial No 41.193). The
law restricts advertising directed to children under the age of 14 of foods in the “high in”
category. The regulatory norms define advertising targeted to children as TV programs
(see above) or websites directed to children or with an audience of greater than 20%
children, and according to the design of the advertisement. It also restricts advertising
to children on the radio and in magazines. Promotional strategies and incentives, such
as cartoons, animations, interactive games, apps and toys that could attract the
attention of children are included in the ban, as is advertising of foods in schools (see
below). These are scheduled to take effect 1 July 2016. (See “N” for details of the
labelling regulations.)
South Korea
Internet advertising which includes “gratuitous” incentives to purchase (e.g. free toys)
are prohibited (Article 10 of the Special Act on the Safety Management of Children’s
Dietary Life, as amended 2010).
Peru
In 2013, the law "Promoting Healthy Eating for Children and Adolescents" (Ley No
30021) was passed in Peru. The technical parameters for food and drinks considered
high in sugar, salt and saturated fat (required for the law to be applied) were approved
in April 2015 (Supreme Decree No 007-2015-SA): sugar: ≤2.5 g/100 mL of drink, ≤5
g/100 g of food, salt: ≤300 mg/100 mL of drink or 100 g of food, saturated fat: ≤0.75
g/100 mL of drink, ≤1.5 g/100 g of food.
The law includes a range of provisions designed to discourage unhealthy diets,
including restrictions for advertising aimed at children and adolescents under the age of
16 years through any medium, including not using age inappropriate portion sizes, not
using gifts, prizes or any other benefit to encourage purchase or consumption of food or
drinks, not using real or fictional characters known to children. The law also includes
warnings on advertising for foods high in saturated fats, sugars and salt, and containing
trans fats: “High in sodium/sugar/saturated fat: avoid excessive consumption”,
“Contains trans fat: avoid consuming”.
It is reported that industry compliance is poor and that industry is waiting for the
publication of the full implementing regulations (in addition to the technical parameters).
Information updated 24/11/2015
Mandatory regulation of specific
marketing techniques
Mandatory regulation of food
marketing in schools
Ireland
The 2009 Children’s Commercial Communications Code (as amended 2010) states that
food advertising to children under the age of 18 must not feature celebrities, and to
children under age 15, not include characters and personalities from children’s
programming.
United Kingdom
Product placement is covered by restrictions on broadcast advertising (see above).
Chile
In 2012, the Chilean government approved a Law of Nutritional Composition of Food
and Advertising (Ley 20, 606). In June 2015, the Chilean authority approved the
regulatory norms required for the law’s implementation (Diario Oficial No 41.193). The
law restricts advertising directed to children under the age of 14 of foods in the “high in”
category, including TV programs, Internet, radio and magazines (see above). In
addition, the regulatory norms ban the promotion, marketing, or advertising of these
products in pre-school, primary and secondary schools. These are scheduled to take
effect 1 July 2016. (See “N” for details of the labelling regulations.)
Poland
The 2006 Act on Food and Nutrition Safety (Journal of Laws, item 1225) was amended
in November 2014 (Journal of Laws, item 1256) to include rules for sales, advertising
and promotion of foods (based on a list of food categories) and nutrition standards for
canteens in pre-schools, primary and secondary schools (see “O” for details). The
amended act prohibits the advertising and promotion of foods in schools that do not
meet the nutrition standards set out in the new regulation (Act of 28 November 2014
amending the act on food and nutrition safety), created by the Ministry of Health. The
new act came into effect 1 September 2015.
Information updated 24/11/2015
Spain
In 2011 the Spanish Parliament approved a Law on Nutrition and Food Safety
(Ley 17/2011), which stated that kindergartens and schools should be free from
advertising. Criteria for the authorization of food promotion campaigns,
nutritional education and promotion of sports or physical activity campaigns
were developed jointly by the Spanish Agency for Consumer Affairs, Food
Safety and Nutrition (AECOSAN) and the Regional Health Authorities and
implemented in July 2015. AECOSAN and the Spanish Regional Education and
Health Administrations monitor the enforcement of the law.
Information updated 24/11/2015
United States
In 2007, the state of Maine passed a law prohibiting brand-specific advertising of
certain unhealthy foods and beverages on school grounds, at any time. The ban applies
to "foods of minimum nutritional value" as defined by federal law. It is reported that
compliance with the ban is poor.
Uruguay
In September 2013, the government of Uruguay adopted Law No 19,140 “Alimentación
saludable en los centros de enseñanza” (Healthy foods in schools). The law prohibits
the advertising and marketing of foods and drinks that don’t meet the nutrition
standards [referenced in Article 3 of the law, and outlined in school nutrition
recommendations published by the Ministry of Health in 2014 (see “O”)]. Advertising in
all forms is prohibited, including posters, billboards, use of logos/brands on school
supplies, sponsorship, distribution of prizes, free samples on school premises and the
display and visibility of food. The law began to be implemented in 2015.
Mandatory requirement that
advertisements must carry a health
message or warning
France
All television advertising (targeted at children or adults) for processed food and drinks,
or food and drinks containing added fats, sweeteners and/or salt, must be accompanied
by a message on the principles of dietary education as approved by the National
Institute of Health Education. The messages were defined by a 2007 Decree: "For your
health, eat at least five fruits and vegetables a day"; "For your health, exercise
regularly"; "For your health, avoid eating too many foods that are high in fat, sugar or
salt"; "For your health, avoid snacking between meals".
Government engage with industry to
develop self-regulation to restrict
food marketing to children
Denmark
The Code of Responsible Food Marketing Communication was issued by the Forum of
Responsible Food Marketing Communication, a cooperation between Danish industry
organisations of the food and beverage, retail and media sectors. The Code is a
voluntary, self-regulatory initiative effective since January 2008, applicable to food and
beverage marketing to children aged 13 and under via media outlets (TV, radio,
internet, SMS, newspapers, comic books). The Code sets guideline limits for salt, sugar
and fat content in ten food categories. It is recommended that food products exceeding
these limits should not be marketed to children. Food manufacturers themselves
determine if their products are suitable for marketing to children. Compliance is
checked by the secretariat of the Forum. The Danish government follows the results of
the Code, and annual status meetings are held between the Danish Veterinary and
Food Administration and the Forum.
Government support voluntary
pledges developed by industry
Latvia
In 2011, the Ministry of Health signed a Memorandum of Cooperation with the
Federation of Food Enterprises and the Association of Soft Drink Companies to
encourage companies not to advertise soft drinks to children aged 12 and under. The
Memorandum applies to soft drink marketing in movie theatres and on TV if the
audience consists of at least 50% children, and includes marketing activities on the
internet and in the press.
Norway
The government already restricts all broadcast advertising to children through
legislation in Norway (Broadcasting Act 1992). A voluntary initiative agreed in 2013
calls on industry to follow standards (set largely by government) on a further range of
communications channels. It applies to marketing to children under the age of 13.In
2011, the Ministry of Health signed a Memorandum of Cooperation with the Federation
of Food Enterprises and the Association of Soft Drink Companies to encourage
companies not to advertise soft drinks to children aged 12 and under. The
Memorandum applies to soft drink marketing in movie theatres and on TV if the
audience consists of at least 50% children, and includes marketing activities on the
internet and in the press.
Spain
The Self-regulatory Code for Food and Non-alcoholic Beverage Advertising Aimed at
Children (Código de Autoregulación de Publicidad de Alimentos y Bebidas No
Alcohólicas dirigida al Público Infantil 2005) developed between government and
industry sets general guidelines and restricts product placement and use of celebrities
in food advertising for signatories. The Code applies to advertising on audiovisual and
print media as well as internet to children aged 12 and below; some of the guidelines
are extended to internet advertising to children aged 15 and below.
European Commission
Switzerland
Thailand
United States
Governments have stated they support the implementation of "pledges" developed by
food companies which restrict advertising of foods (varies by company) to children
under age 12 through specified communications channels (typically TV, radio and
internet). (See link to Pledges on Food Marketing to Children Worldwide below)
Copyright © 2015 World Cancer Research Fund International. Please send any feedback to [email protected] and acknowledge WCRF International as the originators.
A number of other organisations provide access to policy databases. Some are listed below:
International
WHO Global Database on the Implementation of Nutrition Action
Yale Rudd Center for Food and Obesity – Pledges on Food Marketing to Children Worldwide
European
WHO Europe Database on Nutrition, Obesity and Physical Activity
Table last updated 24.11.2015
United States
The Rudd Center for Food Policy and Obesity – Legislation Database
National Association of State Boards of Education – State School Health Policy Database
National Cancer Institute – Classification of Laws Associated with School Students
Centers for Disease Control – Chronic Disease State Policy Tracking System
Canada
Prevention Policies Directory